The consumer response to photovoltaics: the MIT Sun Day experience

Abstract

This paper reports on the results of the MIT Energy Laboratory Sun Day PV study. This study continued our assessment of likely market response to photovoltaics. The Sun Day exhibit attracted a high proportion of solar inno- vators. The study determined that the key issues relating to PV preference are - economical and ecological soundness - complexity of the system and - secondary benefits. A key result is that this population is much more receptive to PV than were populations previously studied, but we were not able to identify external characteristics associated with that innovativeness.